Organizations need 3 things to survive: new business, repeat business, and referral business. In today’s post, we’re going to discuss repeat business. How do you get consumers to come back to you after that first purchase? The secret lies in what is necessary to build relationships with people. Here are 3 ways to build long-lasting and mutually beneficial relationships with the people who do business with you:
WOW them. Let’s face facts – if you don’t do an awesome job the first time, they’re not coming back for a second round. So you must endeavor to WOW them from the start. Yes, under-promise and over-deliver. Yes, take the transaction a step further. Yes, do more than you’re asked. Then you’ll start to reap the rewards.
Make it ridiculously easy to do business with you. If you make people jump through the proverbial hoops to do something that can be streamlined or simplified, you’re going to lose business. Consumers can’t be bothered anymore with completing a clipboard full of forms. You must simplify AND automate. This is especially true for my readers in the financial services industry. The world is going mobile. It’s no longer the future. It’s the here and now. You must make it very easy for people to find information on your website and then to ACT on that information in a seamless manner. All of the various pages on my company’s website have a “call to action” that encourages visitors to contact me. What’s your “call to action?”
Constantly and consistently demonstrate VALUE. Remember, it’s all about answering the W.I.I.F.M. question. What’s In It For Me? If you can’t answer that question, you’re sunk. In order to “onboard” or build relationships, a lot of companies incorporate cross-selling into their business models. That’s great but only if your employees are properly trained and your value proposition (your W.I.I.F.M. answer) is strong. You must constantly and consistently show people the VALUE in what you’re talking to them about. How will it change their lives for the better? What might happen should they decide not to act? Answer those questions and you’re on your way to demonstrating VALUE.
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